Observed Signal · Jan 11, 2016 · Product Launch · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Improve Digital launches 360 Automated Guaranteed
Improve Digital, a European real-time advertising technology provider for publishers, announced on January 11, 2016 the launch of 360 Automated Guaranteed. The feature enables publishers and advertisers to programmatically execute guaranteed campaigns, helping sell premium inventory at higher prices. Magna Global projects that by 2017 about 83% of global display ad budgets will be traded programmatically, a trend amplified by Automated Guaranteed and other programmatic direct formats. 360 Automated Guaranteed extends Improve Digital’s platform with Deal IDs, giving publishers more control over inventory, volumes, and pricing. Both publishers and buyers benefit through guaranteed delivery, transparency, and compatibility with leading DMPs and viewability tools via the 360 Platform. The company positions itself as Europe’s leading independent RT advertising technology provider for publishers, with over 250 top publishers and offices in Amsterdam, London, Munich, plus locations in the UK, Germany, Belgium and Spain. Quotes from Martin Garfalk and Torben Heimann underline market-driven innovation and the value of offering premium inventory programmatically.
New programmatic guaranteed feature for publishers; relevant to programmatic advertising; not a major platform or earnings event.
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Key Takeaways & Evidence Grounding
- Improve Digital announced 360 Automated Guaranteed on January 11, 2016 to enable guaranteed campaigns to be traded programmatically.
- Magna Global estimates that by 2017 around 83% of global display advertising budgets will be programmatically traded.
- 360 Automated Guaranteed adds Deal IDs to give publishers more control over inventory, volumes, and pricing.
- Buyers gain guaranteed inventory delivery and a defined transparency level; the solution works with leading DMPs and viewability tools via Improve Digital's 360 Platform.
- Improve Digital describes itself as Europe’s leading independent real-time advertising technology provider for publishers, with 250+ top publishers and offices in Amsterdam, London, Munich, and other European locations.
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